Match Group, which manages programs such as Tinder and OkCupid, on Thursday after acquiring a majority stake in 2018 June, Completed the acquisition of the 7-year Hinge program
. As an alternative, Tinder is a way to get rid of the futility of switching the futility and frustration of trading card profiles through the endless carousel. Self-proclaimed "Relationship Program", coordinated with your friends, was supposedly "designed to erase" and rejoiced in love as the core value of the company – it is expedient to decentralize the gaming center so that programs can be cleared, but will never be match.com or OkCupid promised an advanced matching algorithm.
At this time, it seems that in the near future all major dating programs that end with the same hands will only be seen in one of many industrial consolidation stories we see when the antitrust expert Tim Wu called the second golden age, perhaps abstractly scary, but more likely when you think of Facebook as the only company that could possibly stop it.
What is Hinge, and why does the Match Group want it?
The dating program industry is very profitable, especially now that developers have come to understand how to earn all of their individual features: Match Quarter 4 Income in 2018 Tinder showed that he added 1.2 million last year that it brought 805 million US dollars – more than twice as much as a year ago. Overall, the Match Group has contributed about $ 1.7bn. Analysts predict that the global dating program market by 2020 It will be worth about $ 12 billion a year.
The Empire Dating Empire, managed by the umbrella company InterActiveCorp (IAC), was founded in 1995. It also manages Princeton Review's study manager and college rating company and now has more than 45 business-related businesses, including 25 acquisitions. After it was added in 2009, she started buying aggressively, including OkCupid in 2011, then Plenty of Fish 2015. – four months before the initial public offer, in which it was valued at 2.9 billion. His crown jewel is Tinder, created by IAC's internal incubator Hatch Labs and launched in 2012.
Hinge almost failed to start. Justin McLeod, the founder, said he had only completed a few thousand consumers in the first year and $ 32,000 in a bank. He did not understand the rapid growth of consumers until 2014, very much dependent on marketing, which distinguished him as a Tinder alternative. While Tinder has been trying to bring consumers together with strangers, Hinge suggested that it be a little less confusing and confusing if your matches were based on common Facebook friends.
Until 2015 He was a victim, and McLeod said he had 35,500 dates and 1,500 weekly relationships. However, the program was very ugly and criticized for having turned to an elitist desire to abandon the Tinder's mass and migrate to something more islands. It didn't seem that the company tried to hide. At that time, Hinge spoke to Vox Dylan Matthews: "The number of flexible users is 99 percent, while the most popular industries are banking, consulting, media and fashion. Recently, we found 35,000 users attending Ivy League schools. "
And while the consumer base has grown, McLeod told Vanity Fair that consumer satisfaction is steadily declining. 2015 At the end of the year, the company interviewed its consumers and found that 54 percent of the respondents said they were. Its users reported "lonely" after swiping, and that 81% Never found a long-term relationship. Hinge published its findings by pressing the press, calling it Dating Apocalypse. App has received a huge overhaul of the image, and in 2016 October month. The new profiles included both photographs and icebreakers – various personal issues from which users could choose three to answer and display on their profiles. Most importantly, they were placed in vertical sliding.
"We Left," the company announced. “Instead of… stunning matches, people communicate with rich stories about your profile so you can talk more people. This is similar to Instagram profiles. "And then:" $ 7 is lower than your monthly Netflix or Spotify subscription, and anywhere near eHarmony ($ 60 / month) or Match.com ($ 42 / month). However, it is enough to make sure everyone is on the same page, not just enjoying Hinge entertainment.
However, within a month she offered some free membership to some users, and by 2017 she offered free membership. Today, the main differences between free and top quality versions are filtering options. Free app allows users to filter gender, location, age, height, ethnic origin and religion. Hinge It is desirable – which is still $ 7 a month – to add additional filters for politics, drink, smoking, drug use, or someone with children, whether they want children. It also comes with unlimited likes and access to Hinge Experts to help you build your profile.
Although Tinder boasts that the App Store has a top-notch shopping program and a top-down program, the Hinge website has a "mobile first" dating program, which is commonly referred to as the New York Times wedding part. . (There's little about the charges of elitism there, but it's intriguing.) It's not the only way Hinge differs from Tinder – it collects better data. It is a more reliable program and knows more about its users. It allows them to set Dealbreakers on certain filters, stressing how seriously they will never fulfill another religion or a certain height.
It uses a "machine learning algorithm" to select one person per day as "most compatible." First of all, 2018 October month. Hinge has launched "We met", asking users to provide feedback on real life dates. This information is supposed to be used to improve the compliance algorithm, and the Hinge site states: "What we learned from We Met will only be used to improve the algorithm and to ensure that the Hinge community remains safe and respectful."
tons of human data , who chose the middle between the ruthless Tinder game and Match.com's serious business, are a match, and can be used to manage product solutions across its portfolio.
The Bumble is the one who has disappeared, and Match Group's last major competitor… to Facebook
Mandy Ginsberg, CEO of the match, explained the acquisition of Match in Hinge, saying "it is very important, especially between urban, educated millennium women looking for a relationship.
An interesting and slightly marked choice of words when the Match Group unsuccessfully attempted to acquire Bumble, a feminine finger program headed by Whitney Wolfe Herd, founder of Tinder in 2014. claim against a former employer.
The Match Group brought an action against Bumble in 2018. March To steal his intellectual property, t. Y. Tinder fluctuation function. Ten days later, Bumble filed a patent infringement claim, saying that the Match Group pretends to be interested in acquiring the company in 2017. In the summer, only to get privileged information and steal commercial secrets, as well as "[chill] Bumble also bought the whole New York Times page and used it to call the Match Group bully, adding:" We left several times try to buy us, copy us now to intimidate us.
Bumble later gave up his hand, but did nothing to improve the relationship between the two companies. The match accused Bumble of engineering the entire drama "[a] sa hook to start promoting the fact that Bumble was looking to perform an initial public auction on New York Stock Exchange." Bumble told The Verge she still believed that the match was "bent on trying to worsen a business that was so desperate to buy." It's not the latest in the last 10 years of a technical launch battle, but it shouldn't be forgotten.
The Group should not strengthen its power and challenge competition, although it is unlikely to be associated with the Federal Trade Commission.
"Starting to know a business, resistance to IAC is meaningless," Wired Issie Lapowsky wrote in 2014 Acquired HowAboutWe, a New York company that attempted to avoid selling the Match Group by diversifying its revenue through editorial work. After two months, the company was sold to Match. 2018 Interview with Recode Kara Swisher, Ginsberg, Director General of Match said her company also owns OurTime, the most popular dating program for 50 years and over and BlackPeopleMeet, the most popular dating program for black people; and recently launched BLK for the "Young Millennium for African Americans" as well as Chispa, "a great partnership with Univision to attract the Latino community."
She said that the Match Group is growing its portfolio around the world, filling in the gaps related to the acquisition, while "Anyone who has 18, 19, 20 should be a Tinder … we really want be integrated into the social life of one person, especially when they are young. ”
The dating industry does not seem as urgent as consolidation in industries like social media or online retailing or pharmacy, and if the FTC is busy with nerve and resource creation, To do nothing about Facebook, it is more important. Although ironically, Facebook recently started testing its dating program – undoubtedly the only new project in space that could threaten the dominance of matches. Facebook already has the largest human history social networking map with over 2 billion active users. We are struggling towards an increasingly monopolized future where the only challenges arise from other existing monopolies.